On the eighth day … Here’s a secret about using video

12 Days of Marketing … Day 8: secret about videos

On the eighth day of marketing this column gave to you …

A reason to shoot video.

Producing marketing-focused video content used to be the domain of deep-pocketed corporations, but no longer. Nowadays, it’s cheap and easy for even budget-conscious SMBs to produce professional-looking videos intended to promote products or share a CEO’s thoughts on relevant industry news. I’d argue that producing relevant video content is now just as important as having a cutting-edge company website.

Ever since search engine giant Google Inc., purchased video-sharing platform YouTube LLC in 2006, the former’s search algorithm has placed an increasing emphasis on video in search rankings, not to mention a company’s social media presence and content-marketing activities. That means companies who take the time to pump out information-rich video content have a far better chance of getting seen online than their camera-averse competitors. More importantly, your time-pressed customers are more likely to engage with your content in video format rather than take the time to sift through an arduous white paper or other written content. In the YouTube era, it’s all about visual consumption.

Of course, the best videos are the ones that tap a portion of your company’s marketing budget — nothing says not-ready-for-prime time like B-movie production values. But that doesn’t mean you need to commit to a blockbuster budget, either. Many companies produce compelling in-house content, then have a staffer versed in video editing help produce the final product, while others turn to a professional production company to help with the task.

In the spirit of giving, McLoughlin is working with its partner Trimark Sportswear to donate a piece of winter clothing to Goodwill for each Tweet or Facebook Like these 12 Days of Marketing columns receive. The goal: 2,000 pieces donated by Dec. 25. So lend us a hand and show us some social media love as we work to make someone’s holiday season a little bit brighter.